It seems that everyone has a Twitter account. Whether it be a personal one, a small business one or a network of linked accounts from big businesses around the world, everyone seems to be on social media in some way or another. Or perhaps not. There does seem to be pockets of business, and also within our own industry, which seems to be resisting social media for some reason. Given the power of social media both personally and in business, I don’t believe any excuse for a business to not be on social media is now good enough.
Fear Of The Publicity
One of the main reasons I hear about businesses not joining social media, especially Twitter, is the fear of bad publicity. Companies are worried that if mistakes are aired out in public then the reputation of their business could suffer, and it turn lose them vital new business. And yes, that is a valid concern. I often see disgruntled members of our own industry going to Twitter to contact their suppliers to complain about product or service issues, perhaps if they get no joy over the phone or by email. Applying a bit of public pressure is to be expected. But as with any problem, it is how you deal with a problem that can actually turn a potentially bad situation into a good one.
Take for example the recent attack on Greggs, the pasty people, on their Wikipedia page. A hacker had changed their information and logo to read the following: